Poll: Targeted Advertising Is Not the Bogeyman [Updated]
Nearly 70% like at least some tailored Internet ads
Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.
Consumers may be worried about Internet privacy, but targeted advertising is the least of them. In fact, only 4 percent were concerned about behavioral targeting, according to a Zogby Analytics poll commissioned by the Digital Advertising Alliance.
Among 1,000 adults polled over two days in early April, the biggest privacy concern was identity theft (39 percent), viruses and malware (33 percent), government surveillance (12 percent) and cyber bullying (4 percent).
The DAA conducted the study as part of its charter to preserve interest-based advertising and provide a counterpoint to other polls that found consumers mistrust how companies use their data.
"Some other studies have used emotional words.